)
Original pre-mixed drink UDL will soon be in Australian hands after global giant Diageo struck a deal to sell the brand to Adelaide-based Vok Beverages, which is part of the Bickford's group of companies.
The sale of both UDL and another ready-to-drink (RTD) brand Ruski Lemon for an undisclosed sum is expected for completion by 1 October.
UDL stands for United Distillers Limited, which is the original company that developed the drink in Australia in 1965 and eventually became part of Diageo.
Diageo, which also owns brands including Bundaberg Rum, Smirnoff, and Johnnie Walker, acknowledged the strong brand loyalty for UDL and Ruski and the importance of finding the right partner to take the brands forward.
"The decision to sell UDL and Ruski was not made lightly, but we believe it is the best way to preserve the legacy of these iconic brands and unlock future growth and innovation across Diageo’s broader portfolio," says Diageo Australia managing director Dan Hamilton.
"In Vok Beverages, we have a partner with the vision, values, and capability to take the brands forward with the passion and pride that have defined this Australian RTD pioneer since 1965.
"We know these fantastic brands will be in great hands with a company that has its own proud history stretching back over 150 years, with a proven track record of innovation, strategic investment, and brand building."
Vok Beverages managing director Angelo Kotses says he is thrilled to be giving UDL and Ruski a "bold new chapter with exciting plans already underway to surprise, inspire, and delight both customers and consumers alike".
"Since 2002, Vok Beverages has been proudly crafting exceptional spirits, RTDs, beer, and wine from our local manufacturing facility in South Australia, building trusted brands with a passionate consumer following."
Vok oversees a wide range of brands including Beenleigh Artisan Distillers, Beresford, 23rd St, Inner Circle Rum, Olympus Ouzo and Bearded Lady.
)
